In the name of the University: the choice to promote as a tool to influence decision-making

Angela Maria D’Uggento (), Luca Petruzzellis (), Luigi Piper () and Antonia Rosa Gurrieri ()
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Angela Maria D’Uggento: University of Bari Aldo Moro Largo Abbazia Santa Scolastica
Luca Petruzzellis: University of Bari Aldo Moro
Luigi Piper: University of Salento
Antonia Rosa Gurrieri: University of Foggia

Quality & Quantity: International Journal of Methodology, 2023, vol. 57, issue 4, No 10, 3164 pages

Abstract: Abstract Choosing the University to attend is an important decision that is made once or twice in a lifetime and has relevant effects for a person’s entire life. In such a process, advice from others, especially current students, is a powerful influencing factor. Therefore, understanding the factors that lead students to become active advocates for their university is strategically important. Social identity theory states that when students choose a university, the image of the institution becomes part of their identity. In case of strong positive identification, the resulting sense of pride enhances their own self-identity and brings positive benefits beyond simply obtaining an education, which are then passed on to everyone. The current study focuses on brand experience and brand reputation and uses a moderated mediation analysis to investigate the mechanisms by which current students can be tools for university choice. Stimulating word-of-mouth (WOM) implies the institution to have and maintain a good reputation and engage students to develop a positive brand experience and pride. This research contributes to the development of a greater strategic awareness of universities’ appeal to better tailor their orientation activities to current or prospective students.

Keywords: Higher education; University choice; Moderated mediation analysis; University brand; Reputation; Word-of-mouth (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s11135-022-01475-w

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